MKTG 4450 - Marketing Research

What to customers want from the marketplace? Who will buy our product? Where should we locate our store? Good business decisions require the answers to hundreds of questions like these. Marketing research is the science of studying the marketplace to get solid answers to support good decision making. In this class you will learn about different sources of business data (some that exists already and some that you will have to gather yourself), and spend the majority of the course focusing on the skills you need to design and perform good business research yourself. Among other techniques, you will learn about experiments and observation, surverys and interviews, focus groups and data analysis. This dynamic class brings together a whole array of tools that every good business person needs for effective decision making. You will use fieldwork, in-class exercises, discussion and lectures to cover basic principles first hand experiences, cases, and projects, as you study these important ideas.